Buying a mattress is a nightmare. Every brand promises the s...

Buying a mattress is a nightmare. Every brand promises the same comfort, the same support, the same buzzwords. Nobody stands out — except when you dare to sound a bit more human.

So when Sunday asked me to rewrite their homepage, I ignored features and started with feelings.

Psychology tells us people don’t buy mattresses — they buy sleep, relief, that sinking-into-comfort moment.

Using the copy principle ‘Simplify, then a dramatize an emotion or physical sensation of using a product’ I distilled Sunday into one line: "Even grown-ups sleep like babies on a Sunday mattress."